Starting an Online Business All-in-One For Dummies®, 3rd Edition

Making the Decision to Move Your Store Online

While you're thinking of taking your business online, ask yourself this basic question: Why do I want to move my business online? If you're making the move online only because everyone else is doing it, you might want to think about it a little more. Of course, you should make the move — but for the right reasons.

You're ready to get serious about building an online site when that site can help you reach a specific goal that makes your business stronger. Typically, these reasons include

• To expand: Going online opens another channel for selling your products. If your site is executed properly, it helps increase your revenue and profit potentials — a standard goal for any business.
• To control the cost of growth: Expanding onto the Internet can be much less expensive than opening another physical location. Additionally, an online store potentially reaches a national or an international customer base rather than confines you to a limited geographic area. You reach more customers for less money! That's smart business.
• To create awareness: Your site is an extension of your marketing efforts. It becomes a permanent, online advertisement for your brick-and-mortar store. Sometimes, you might have a site solely to support your other marketing or PR activities. If you're already getting a lot of exposure through your current marketing methods, you need a place to direct prospective customers for more information. Either way, customers won't easily ...